The business moved from incumbent Optimedia, which is part of Publicis Groupe . Optimedia and Orbitz didn't respond to calls for comment. Spark declined to comment.
The win follows SMG's move to make Spark a viable third network that can compete at the same level as MediaVest and Starcom. In February, the network told Ad Age that it would move clients, including Sara Lee, Hanes and Stanley Steemer, to Spark from Starcom. CEO Laura Desmond said that the goal was to continue to build Spark and have three SMG media networks in the top five in in three years.The firm also works with E-Trade, Purina and Dairy Queen.
The latest win is a sign that Spark's new CEO, Chris Boothe, is working hard on new business. The agency recently signed Northwestern Mutual as a client, Ad Age has learned.
Last year Orbitz spent about $22 million in measured media, according to Kantar. The company recently announced a new campaign focused on a theme of vacation, as opposed to price.